Pillar pages, also known as cornerstone pages, are the absolute pinnacle of content consolidation for websites and brands who want to offer their readers and potential customers something more than just information. The basic definition of a pillar page is a resource guide that gives an overview of everything available in the body of your website. One glance at this page should create a sense of value and confidence in the content being offered.
Developing Effective Pillar Pages for Content Marketing Success
When you research anything online, the top results will usually be comprised of SEO friendly websites that contain a completed pillar page. The more well-organized categories that page can present at a glance, the more likely the reader is to spend an extended period of time there—reducing the bounce rate and increasing your ranking. Developing a viable pillar page involves the following:
- Choosing a Primary Head Term: This will be the keyword(s) that are included in the H1 meant to improve the page’s SEO ranking. The head term will usually need to be well researched and be one or two words that are frequently typed into the search bar. Think of this as the initial gateway into your pillar page. Make sure to include this in your HTML language and to test the term for its initial ranking prior to building a page around it.
- Choose Complimentary Core Topics: From that initial head term, branch out into a number of related core topics that your website covers in depth. Link each of these topics to content contained within the rest of the website. It’s almost like a buffet of valuable information that the reader can browse.
- Funnel Your Broader Topics into Your Primary Content: Connect these core topics to their corresponding information and sources. This can generate interest in recurring blog posts and other valuable content that is produced by your company and hosted on your website. This is the content that should change the most, creating an increasing level of instructional and informational value.
This type of deconstruction simplifies the daunting task of improving your SEO ranking and provides you with a cohesive plan for your overall design.
Don’t Underestimate the Power of Keywords
The first step towards any successful pillar page is the research and implementation of keywords. These are the words that increase visibility and that tie the entire page together. All of this can seem overwhelming for those who aren’t sure how to navigate SEO and other specialized content marketing tactics.
Reach out to MintCopy for more information on what we can do to help. Our SEO copywriters have years of experience building successful online content for companies aiming to develop a distinct edge over competitors.